Pricing Your Course Based on Transformation — Not Hours
Stop Selling by the Pound
One of the fastest ways to underprice yourself is to think like you’re selling groceries.
You start counting:
“It’s 8 hours of video.”
“There are 12 modules.”
“I included 4 bonuses.”
But here’s the truth: nobody’s buying your course for the number of hours they get. They’re buying it for the result it gives them.
If anything, they want the shortest path possible to that result.
People Pay for Change, Not Content
Think about it — when someone buys a fitness program, they’re not thinking, I hope this is 20 hours long.
They’re thinking, I want to feel confident at the beach this summer.
When someone signs up for a money course, they’re not hoping for 50 spreadsheets. They’re hoping for a bigger bank balance and less stress.
Your course is the bridge between where they are now and where they want to be. Price the bridge, not the bricks.
How to Anchor the Price in the Result
Ask yourself:
What will this change be worth to them in their daily life, relationships, career, or income?
If they could get this transformation today, what would they gladly pay?
How does this result compare to what else they’ve already spent money on trying to solve the same problem?
This isn’t about inflating the price. It’s about making sure the number makes sense next to the value.
Shorter Doesn’t Mean Cheaper
A 90-minute workshop that helps someone land a $5,000 client is worth more than a 12-week course that leaves them confused.
Your job is to make the path clear, fast, and doable — not padded with extra fluff to justify a price tag.
The Bottom Line
Stop charging for the hours it takes to watch your course. Start charging for the hours — or years — it saves your buyer getting the result they want. Price the transformation, and the number will make sense to both you and them.
